Gareth Pugh swaps catwalk for ‘radical film event’

This season, English fashion designer Gareth Pugh has announced he will dispense with the traditional runway format, instead presenting a “radical” film project at London Fashion Week.

Photo: Gareth PughThe brand enlisted globally renowned image-maker Nick Knight and his award-winning website SHOWstudio to direct a film showcasing the Spring/Summer 2018 collection. The result is likely to be infused with Knight’s unique storytelling and breathtaking aesthetic.

Pugh describes the initiative as "an opportunity to provide a visceral, high impact experience that communicates the feeling of the collection with no holds barred."

The film will be presented at the BFI IMAX Waterloo. With a screen the height of four double-decker buses, this is the largest cinema screen in Europe.

"This is about choosing to present the work in a way that hijacks the mind, where the images are expanded to enveloping proportions and connect directly with the depth of feeling behind the work," says Pugh.

The premiere at London Fashion Week will take place on September 16th, with both the film and an accompanying online portfolio of collection stills simultaneously distributed to global press.